Analysis of the market potential of golden rice in Alabat, Quezon and Quezon City, 2012.

Date

4-2013

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Quicoy, Cesar B.

Abstract

This study focused on the assessment of the market potential of Golden Rice in Alabat, Quezon province and in Quezon City. Specifically, it established the relevant socio-economic characteristics of consumer-respondents in the said areas. It also provided information on the consumer-respondents’ level of awareness on Genetically- Modified Organisms (GMOs) and Golden Rice. Moreover, the study identified the factors affecting the consumer-respondents’ preference on rice in general, and particularly on Golden Rice. This study had ascertained the willingness of the consumers to pay for Golden Rice once it has been commercialized in the Philippine market. Furthermore, it also recommended policies and marketing strategies that will facilitate the development and adoption of Golden Rice in the Philippines. Both primary and secondary data were utilized in the study. Primary data were obtained through a conduct of survey involving 120 respondents from Alabat, Quezon and Quezon City. The consumer-respondents were personally interviewed using pre- tested questionnaires developed through the UAI approach. Data were then analyzed using descriptive and logit analyses. The survey revealed that majority of the respondents were willing to buy and consume Golden Rice in both areas. Ninety per cent of the interviewed respondents in Alabat were willing to purchase the commodity, while approximately 61 per cent of the respondents in Quezon City were willing to purchase Golden Rice. The results of the logit regression analysis had found out that the factors affecting the willingness of the consumer-respondents to purchase Golden Rice are respondents’ awareness on Genetically-Modified Organisms (GMOs) and Golden Rice’s perceived health benefit. In addition to this, the study had also found out that the consumer- respondents’ perceived motives to purchase Golden Rice were its health benefit of having Vitamin A, out of the respondents’ curiosity for the product, and due to the respondents’ interest to test if Golden Rice has better taste and odor as compared to their currently purchased rice variety. Recommendations of the study included the promotion of GMO and Golden Rice awareness among consumers with the help of the local government and concerned private institutions. Focusing on the commodity’s health benefit is highly relevant to facilitate possible marketing strategies for the said product. Rural areas are to be targeted for its initial selling locations in the market, providing the commodity at a competitive price to lure consumers. Initiatives in improving its overall taste and quality should also be considered.

Language

English

Location

UPLB College of Economics and Management

Call Number

Thesis

Document Type

Thesis

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